本研究目的在於探討電子遊戲虛擬產品知覺價值、購後行為、衝動性購買、口碑之關係,本研究採用問卷調查法,以網路遊戲內購買過虛擬產品的消費者為研究對象,回收有效樣本254份。資料統計分析方法包括項目分析、因素分析、信度分析、t檢定、單因子變異數、相關分析與迴歸分析等方法。研究結果發現:知覺價值對購後行為有顯著正面影響;知覺價值對衝動性購買有顯著正面影響;衝動性購買對購後行為有顯著正面影響;衝動性購買在知覺價值與購後行為之間具有顯著中介效果;知覺價值與口碑之交互作用對購後行為不具有顯著調節效果。最後根據分析結果,本研究針對消費者、遊戲經營商提出建議,並針對後續研究提出建議以供參考。
The purpose of this study is to investigate the relationship between perceived value, post-purchase behavior, impulse purchase, and word-of-mouth of virtual products in video games. The statistical analysis methods included item analysis, factor analysis, reliability analysis, t-test, one-way variance, correlation analysis, and regression analysis. The results of the study revealed that: perceived value had a significant positive effect on post-purchase behavior; perceived value had a significant positive effect on impulse purchase; impulse purchase had a significant positive effect on post-purchase behavior; impulse purchase had a significant mediating effect between perceived value and post-purchase behavior; the interaction between perceived value and word-of-mouth did not have a significant moderating effect on post-purchase behavior. Finally, based on the analysis results, this study proposes recommendations for consumers and game operators, as well as suggestions for follow-up studies.